Coffee Destination Shaped by the Desert✷The Working Assembly GDUSA

Desert Kid Coffee is designed as a destination that reflects the visual language, energy and character of the desert. To bring the vision to life, they partnered with New York based, branding agency, The Working Assembly.

A new café and roastery is opening in the Coachella Valley with a different approach to coffee culture: building a brand from the landscape it inhabits.

Founded by childhood friends Katie Reed and Joseph Eccles, Desert Kid Coffee is designed as a destination that reflects the visual language, energy, and character of the desert itself. Rather than borrowing from urban or European café tropes, the brand draws directly from the Coachella Valley, translating its colors, forms, and cultural references into a fully immersive identity and physical space.

Written by Gordon Kaye Read the original feature at GDUSA